The standardization and standardization of home delivery services have attracted attention. On April 25, the man was induced by a home technician in the eastern suburbs to add a bell, which caused heated discussions. In recent years, the popularity of home service has been rising, because of its convenience, privacy and other characteristics, many consumers choose home massage, home cleaning and other services, hidden under the rules of the platform problems gradually revealed. The analysis points out that as a "face-to-face" service platform with consumers, the Daojia service platform urgently needs to formulate stricter management measures and strengthen the compliance training of staff. At present, the industry entry threshold needs to be improved, and higher industry standards can be formulated through industry associations or regulatory agencies.
Demand is heating up the market
How to standardize the service of the Daojia platform has become the focus. According to the Xiaoxiang Morning News, Mr. Zhao from Jiangsu Province made an appointment for door-to-door Chinese massage at his home in the eastern suburbs, and at the end of the massage, the technician suddenly asked to "add a bell". Mr. Zhao rejected the other party's request and complained to the platform, but half a month has passed, and the platform has not explained to him.
It is understood that in response to Mr. Zhao's complaint, a staff member of the Dongjiao Daojia customer service hotline said, "It has been verified that the order has been processed, and there is a verification investigation, but there is no corresponding situation for the order." In addition, the above-mentioned staff said that the platform will never allow any illegal projects. In this regard, the editor of the business department sent an interview outline to the mailbox published in the annual report of Dongjiao Daojia, but has not received a reply as of press time.
In recent years, the popularity of home delivery services has been on the rise. With door-to-door service, consumers do not need to pay for travel time and cost, nor do they need to worry about hygiene and safety hazards. If it is a need to clean air conditioners, washing machines, etc., the home service is also more convenient. Home massage by technicians, home cleaning of household appliances by staff, and home care for the elderly have become increasingly popular consumption methods. Among them, new methods such as door-to-door cooking and on-site teaching by yoga instructors have also been derived.
In March this year, the head of Meituan's LE (life service) business revealed at the Shanghai Life Service Industry Summit that door-to-home services have supported a trillion-dollar market. According to Meituan data, the frequency of consumption of life services has increased year by year, and in 2023, the transaction value of life services (including housekeeping, washing, and maintenance) will increase by 100% year-on-year. The popularity of door-to-door massage can be seen from the development of the eastern suburbs to the home.
According to public reports, recently, at the first O2O industry development conference in Chongqing, Tang Fan, founder of Dongjiao Daojia, said that as of the end of last year, Dongjiao Daojia had completed the planning and implementation of part of the IPO and compliance preparations. According to the official website of Dongjiao Daojia, at present, Dongjiao Daojia has covered 25 cities across the country, with a total of more than 10 million registered users and more than 30,000 contracted merchant technicians.
Add money to serve
From the price point of view, the price of the Dongjiao Daojia platform is basically the same as that of the in-store massage. Xiaobian learned by checking the Dongjiao Daojia platform that the platform has launched 12 projects such as Chinese massage, Thai SPA, ear cleaning, and foot therapy, with service hours ranging from 1 to 2 hours, and the price is 198-498 yuan. On the local life platform, the price of the in-store package for the same massage duration is roughly in the same range as the price of the eastern suburbs.
It is precisely because of the convenient and private personalized service characteristics of home service that some non-standard behaviors are not controlled. When searching for "Eastern Suburbs to Home" on social platforms, many consumers said that they need to pay additional fees after purchasing home-based massage services, and the massage technicians who come to the service will let consumers buy upgraded services or additional services through coaxing, inducement and other means.
On the black cat complaint platform, many consumers shared their experience of experiencing the Eastern Suburbs Home service, and there were 184 related complaints just by searching for "Eastern Suburbs Home". Among them, the refusal to refund after recharge and the forced consumption of services have become the main complaint keywords. Some consumers said that some technicians left early before the service time arrived, and did not receive reasonable compensation when seeking a refund...... These complaints about services and inducement of consumption have invisibly damaged the brand image.
In fact, in terms of compliance, Dongjiao Daojia has drafted and implemented the "White Paper on the Governance of Platform Merchants' Violations", adopted a special control system for pornography, developed an AI big data model, and improved the accuracy of early warning for illegal merchants by 400%, but in the process of offline landing, the effect is not ideal. During this year's "3.15" period, the eastern suburbs were named by many media for "no service without clocking" and "inducing consumption".
The barriers to entry need to be raised
In April this year, Shanghai redrafted and issued the "Shanghai Housekeeping Service Management Platform Information Filing and Door-to-door Service Certificate Management Measures (Draft for Comments)", which put forward specific development requirements for door-to-door housekeeping services, further standardized information filing, information collection and information inquiry activities on the housekeeping service platform, and improved the door-to-door system for housekeeping service personnel with certificates. According to Wang Peng, an associate researcher at the Beijing Academy of Social Sciences, this management plan also provides a reference for relevant government departments to supervise OTO companies such as Dongjiao Daojia.
Wang Peng further said that in order to protect the legitimate rights and interests of consumers, Dongjiao Daojia and other platform parties urgently need to strengthen service specifications, formulate and strictly implement the rules and regulations on the behavior of technicians, including service processes, charging standards, and clock regulations, etc., and can conduct periodic assessments on platform technicians to ensure that technicians clearly understand and comply with the above rules and regulations. At the same time, the platform can set up an anonymous reporting channel to encourage consumers to report the improper behavior of the technician, and once it is verified, the technician should be punished accordingly.
Bai Wenxi, vice chairman of the China Enterprise Capital Alliance, also expressed the same view. In Bai Wenxi's view, in order to ensure the standardized development of the OTO industry, platforms such as Dongjiao Daojia need to further raise the industry access threshold and formulate higher industry standards through industry associations or regulatory agencies. In addition, the platform should also further improve the service rules, and can clearly inform users of the service process and charging standards through platform announcements, user guides, etc., so as to avoid misunderstandings or disputes caused by users not understanding the rules, and at the same time should establish an effective user feedback mechanism to understand and solve users' problems and complaints in a timely manner.
With the development of digital technology, the platform can also use this technology to monitor the service process in a timely manner, conduct in-depth mining and analysis of the behavior of technicians, regularly evaluate and assess the service quality of technicians, and interview and adjust technicians with poor service quality. "Although there are certain difficulties in the process of popularization, abnormal behaviors in the service process can be dealt with in a timely manner, so as to protect the legitimate rights and interests of consumers. Wang Peng said frankly.
Zhao Shuping, Hu Jingrong, Wang Siqi/text
Part of the source: Screenshot of the Eastern Suburbs Daojia platform